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論文名稱(外文):The Motivation of Online Communities Users to Share Knowledge or Comments- Using UrCosme as an Example
指導教授(外文):Yao-Chuan Tsai
外文關鍵詞:Cosmetic WebsiteMotivation FactorsKnowledge sharing willingnessInvolvement
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Recent year, cosmetic and body care market in Taiwan is growing smoothly, and more and more male start to care about facial care. The potential market is promising. According to the survey, people usually get cosmetic information through online communities. Therefore, the objective of my study is to analyze what factors would affect the willingness to share knowledge or comments. And I take Urcosme as object of study. This study adopt descriptive statistics, factor analysis, reliability analysis, regression analysis and ANOVA.
The results showed that ease of communication and expectancy motivation would not influence share willingness. But in order to build relationship with other members, have confidence in what his/ her shares, quality control or status in community. Even because of the attachment of communities. Members would be willing to share. According to the results, the most important factors are instrumental, efficacy, quality control, status motivation and involvement.
摘要 I
Extended Abstract II
目錄 IX
表目錄 XI
圖目錄 XIV
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討5
第一節 虛擬社群5
第二節 動機8
第三節 網站介面操作簡易度10
第四節 涉入程度10
第五節 貢獻性11
第三章 研究方法12
第一節 研究架構與研究假設12
第二節 研究變項之操作型定義與衡量14
第三節 問卷設計與抽樣對象18
第四節 資料分析方法18
第四章 研究結果與分析20
第一節 描述性統計分析20
第二節 因素分析與信度分析25
第三節 迴歸分析36
第四節 變異數分析41
第五章 研究結論與建議45
第一節 研究結論45
第二節 研究限制及未來研究47
第三節 管理意涵47
附錄 正式問卷53
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